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India wins two Gold and a Bronze at Festival of Media Global Award 2014

MediaCom India and PHD India win a Gold medal each. Madison Media Infinity bags a Bronze

BestMediaInfo Bureau | Delhi | April 9, 2014

fomgThe winners of the Festival of Media Global Awards 2014 were announced on Tuesday 8 April at the Awards Gala Dinner, at the Rome Cavalieri. Indian agencies won 3 medals including two Gold and one Bronze.

MediaCom’s ‘Soldier for Women’ campaign for Gillette India was awarded Gold medal for Best Engagement Strategy. Another Gold was bagged by PHD India for Best Use of Mobile for its campaign ‘Mobile Entertainment Box’ for Kaan Khajura Teshan.

Madison Media Infinity won a Bronze medal in ‘The Effectiveness Award’ category. The agency was awarded for its campaign ‘Convincing consumers to become our Sales Force’ for Parachute Advansed Ayurvedic Hair Oil.

Starcom MediaVest Group won the Agency Network of the Year title with the most winning campaigns across different countries out of any agency.

Starcom’s winning entries hailed from Poland, the Philippines, United Kingdom, Netherlands, United Arab Emirates, Denmark, and Sweden. The agency came away with Gold for two campaigns: Marabou Chocolate’s ‘The Chocolate with 6,000 Names’ in Denmark, which won The Retail Award, and Prudential’s ‘Warsaw 1935’ in Poland, which was awarded Best Communications Strategy.

UM Australia walked away with both Agency of the Year and Campaign of the Year for their innovative social media campaign ‘XTL’, which encouraged Australian teens to call out disrespectful or inappropriate online behaviour with the hashtag #XTL (crossing the line). Produced by UM for the Department of Families, Housing, Communities and Indigenous Affairs, ‘XTL’ won the Gold for Best Social Media Strategy, as well as the Silver in Best Targeted Campaign and Bronze for The Utility/Public Service Award. The campaign became popular not only over Twitter and Facebook, but also on TV and print media, and 90% of teens surveyed reported using #XTL in the right context.

UM also won awards for two other campaigns in Australia: News Corps’ ‘Fast Front Pages’ (Silver, Best Communications Strategy) and ING Direct’s ‘Spend Your Lunch Well’ (Gold, Best Entertainment Platform).

‘We hear much talk about the need for brands to have a purpose beyond their core benefit, to use social as a natural pathway to their audience, and to have something simple to say to them which resonates. XTL ticked all these boxes in a way and to a level that no other entry came close to,’ says Tom Gill, Global Media Director of Heineken and one of the judges.

For the first time ever, this year’s awards introduced tiered judging of Gold, Silver, and Bronze awards to honour even more entries than ever before. The shortlisted entries were highly contested, with the judges going through several rounds of voting for many of the categories before deciding on winners.

This year’s winners come from 19 different countries around the world, including Taiwan (winning Bronze in Best Event/Experiential Campaign for Red Bull’s ‘Soapbox Race’); the Philippines (Bronze, Best Engagement Strategy for UHP’s ‘First Step to Livelihood’); Canada, (Gold, Best Event/Experiential Campaign, with Budweiser’s ‘Red Light’); and Hungary (winning Gold, Best Use of Technology, for Telekom’s ‘Sky Gallery’). Indian campaigns also came away with Golds in two categories: Best Engagement Strategy (‘Solder for Women’, Gillette India) and Best Use of Mobile (‘Mobile Entertainment Box’, Kaan Khajura Teshan).

Independent agency Forsman & Bodenfors were responsible for two of Sweden’s wins, with their campaigns for Volvo Trucks ‘The Epic Split’ and ‘Live Test Series’ both taking the bronze for Best Content Creation Award and Best Digitally Integrated Campaign, respectively.

Sameer Singh, VP, Head of Global Media at GlaxoSmithKline and Chair of the 2014 Awards Jury, comments: ‘It’s truly fascinating to see so many campaigns like ‘XTL’ using social media for focused, targeted outreach, and actually succeeding in changing people’s behaviour and opinions. More than ever before, marketers are seeing the value of reaching out to specific audiences through social media – brilliant propositions and clever execution rule in the entries we judged from all over the world.’

A panel of 25 industry experts judged the 191 shortlisted entries to decide upon the winners, and the awards were announced at a gala dinner on April 8th, the final night of the Festival of Media Global 2014. This year’s jury features from some of the world’s leading brands and agencies, including Craig Hepburn of Nokia, Tom Wyse of Paddy Power, Kathleen Brookbanks of OMD, and Sylvain Chevalier of Havas Media Group. For the first time, judges were available to give tips and insight during a special ‘Meet the Judges’ session on the first day of the Festival of Media Global.

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